Question 1

Uber and Airbnb are examples of how social media and the ________ element of the marketing mix work together as a means to deliver service products.

Accepted Answer

The answer of Uber and Airbnb are examples of how...

Question 2

"Chatter" reflects the intersection of social media and the ________ element of the marketing mix.

Accepted Answer

"Chatter" on social media is a form of word-of-mouth that falls under the promotion element of the marketing mix, as it helps to spread awareness and information about a product or service.

Question 3

The fact that customers can now use their mobile devices to pay for a product reflects the intersection of social media and the _______ element of the marketing mix.

Accepted Answer

The answer of The fact that customers can now use...

Question 4

What effect has social media had on the way companies price their products?

Accepted Answer

Social media has increased transparency and competition among companies, making them more likely to price match their competitors to stay competitive in the eyes of consumers who can easily share and compare prices online.

Question 5

What is a good rule of thumb when setting a social media objective?

Accepted Answer

A good rule of thumb when setting a social media objective is that it should be aligned with the message you want to deliver to customers. This ensures that the content is relevant and resonates with the audience, ultimately supporting the overall marketing and business goals.

Question 6

To meet the goals of a social media campaign, certain actions, or ________, need to be taken to create results and achieve the goals.

Accepted Answer

Objectives are the goals that a social media campaign aims to achieve.

Question 7

Which of the following would be a goal of a social media campaign?

Accepted Answer

A goal of a social media campaign is to raise brand awareness, which is a strategic objective aimed at increasing the visibility and recognition of a brand among its target audience.

Question 8

All of the following are examples of a social media marketing goalexcept

Accepted Answer

The answer of All of the following are examples of...

Question 9

Which isnot a way in which companies measure the success of a social media campaign?

Accepted Answer

Artificial intelligence (AI) is a technology used to analyze data and automate tasks, not a direct metric for measuring the success of a social media campaign. Metrics like bounce rates, click paths, conversion rates, and sentiment analysis are used to evaluate campaign performance.

Question 10

In which scenario would click paths bemost helpful to a marketer?

Accepted Answer

Click paths are most helpful in understanding and streamlining the process from the first click to purchase, as they track the sequence of pages a user visits, helping identify any obstacles or inefficiencies in the conversion process.

Question 11

Ephraim is watching a YouTube video about how to restore antique furniture. The creator of the video recommends a brand of milk paint and includes a link in the details. Ephraim goes to the website and starts browsing. He notices the website has a blog that talks about all the different ways to use milk paint. One post recommends using a special type of brush that will allow the paint to spread evenly on the surface. The word "brush" is hyperlinked. Ephraim interacts with it and he's taken to a retail site associated with the milk paint brand. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.

Accepted Answer

The scenario describes the tracking of a user's journey through hyperlinks, which is referred to as a "click path". This metric helps in understanding how users navigate through a website or from one digital asset to another, indicating the effectiveness of links and content in guiding user behavior.

Question 12

Jeb is browsing through his Facebook page when he encounters a sponsored ad for a brand of running shoes he has not heard of before. Since he's actually looking to replace his old pair, he clicks on the ad. As soon as he sees the advertised prices, which are way beyond his budget, he jumps out of the retailer's website. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.

Accepted Answer

Bounce rate is the correct metric in this scenario because it measures the percentage of visitors who navigate away from the site after viewing only one page, which is exactly what Jeb did after seeing the prices.

Question 13

Marketers will rely on ________ analysis to gauge how consumers are responding to their content.

Accepted Answer

Sentiment analysis is the correct term used to describe the process of assessing consumer responses or feelings towards content, products, or services, often through the analysis of language and emotions expressed in comments, reviews, or social media posts.

Question 14

A travel website learns that people have not been clicking through its site to read about its different trip packages because the trip descriptions are too lengthy. This finding is reflective of a(n)

Accepted Answer

The answer of A travel website learns that people have...

Question 15

A pet accessories company learns that people are buying more of its pet beds after featuring a series of videos showing kittens and puppies fast asleep and cuddling together in these beds. This finding is reflective of a(n) ________ analysis.

Accepted Answer

The answer of A pet accessories company learns that people...

Question 16

Describe the three types of advertising. Provide an example that demonstrates the primary goals of each one.

Accepted Answer

The answer of Describe the three types of advertising. Provide...

Question 17

The Xero Company is preparing an advertising campaign for next year's product line. The owner suggests newspaper, radio, direct mail, and Internet as potential media types for the campaign. Provide the owner with advantages and disadvantages of each of the suggested media types.

Accepted Answer

The answer of The Xero Company is preparing an advertising...

Question 18

Define and provide an example of at least one of the different techniques from each of the three sales promotion categories.

Accepted Answer

The answer of Define and provide an example of at...

Question 19

You have decided to open a gardening store that not only sells plants and flowers but also helps customers learn how to garden by holding in-store classes. Rather than simply use traditional marketing methods, what are the three types of online marketing media and how might you use them to help advertise your business?

Accepted Answer

The answer of You have decided to open a gardening...

Question 20

What must a marketer focus on from a business standpoint when formulating a business strategy?

Accepted Answer

The answer of What must a marketer focus on from...

Quiz 14: Products